Buy & Sell....it is all about emotions

Buying and Selling is an emotional game. No one buys without any emotion, maybe a pain or worry or need. Yes, agree that some people buy impulsively. But that is limited to personal purchase only and also with a few having disposable income in their pocket. No impulsive buying happens in business.  

If you are in B2B selling game, it is a must to understand that you are selling to emotions, not on features and/or functionalities of the solutions. Features, Functionalities and for that matter Price are not the selling points at all.

One needs to sit down with the business at the same side of the table for connecting with their emotions, understanding why there is a trigger to buy first of all. Is it something with the pain that the business is going through like process deficiency, tool inefficiency or ineffective people; which questions survival of the business? Or, business needs to improve its process, tool and people to remain competitive.  Once you understand and connect, then the selling process starts. Otherwise, it will be a mere coffee session.

Real Sales champions do know this and that is the reason they say that they sell well based on their relationship, by which they mean that they have a better connect with the emotions with the buyers.